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Similar a Social Advertising: what is it, who is doing it and why does it work? - Microsoft Ciao's Alexander Miller at Internet World 2011
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Social Advertising: what is it, who is doing it and why does it work? - Microsoft Ciao's Alexander Miller at Internet World 2011
- 1. Social Advertising: What is it, Who is doing it And why does it work?
- 2. Partying Like It’s 1999 "History has shown that whenever companies, no matter how great, get priced above 50 to 60 times earnings, buyer beware.” Wall Street Journal, October 2007
- 3. Tim Berners-Lee “The original thing I wanted to do was make [the world wide web] a collaborative medium, a place where we [could] all meet and read and write”
- 4. The New Internet ECONOMY Ownership Possession Property Shopping SOCIETY Friends Relationships Community Economy The internet has changed from an ECONOMY into a whole SOCIETY.
- 6. Consumers are faceless nobodies that provide brands with money
- 8. Consumers have the power to strengthen or weaken a brand
- 10. How to Solve The Problem Display Advertising? Create a facebook page? The Social Break-Up 81% of US users have either “unliked” a company or removed a their posts from their News Feed.
- 11. Advertising in the Social Era Don’t intrude on people’s social time Earn people’s attention Handle people with respect and give them something fun to do. Engage people
- 13. NMA, April 2011 Social media campaigns can be fun, but are they worth anything? Paul Kitcatt “… real social commerce … is about ratings and reviews, recommendations and referrals” Ilana Fox
- 15. HP Case Study, Ciao UK
- 18. Confident about setting up
- 19. Very articulate manner on the phone.
- 20. Enthused at the idea of being HP reviewer
- 22. History of tech reviews.
- 23. Extremely articulate manner on the phone
- 24. Confirmed confidence of setting printer up.
- 26. “68% of respondents believe it’s important that a product has good reviews from other consumers” newmediaage March 2011
- 27. BEFORE Big companies, big broadcasters, big banks High open rates on email marketing High CPMs on all media NOW Consumer empowerment Shift control to users in exchange for reach
- 28. “…in the past, brands were always this untouched entity that provided you a service, brands are now people that have feelings, and care about your feelings and you can either be their friend or not be their friend.” Mike Germano, Founder of Carrot Creative
- 29. Thank you! Alexander Miller Head of Advertising Ciao UK alexmill@microsoft.com Ciao Commerce Division Microsoft Deutschland GmbH16 Dufours Place London Ciao on the Internet: http://ciao.co.uk http://www.ciao-group.com http://twitter.com/ciao_uk http://www.facebook.com/ciaouk
Notas del editor
- People are busy having much more fun on the internet. People’s experience on clicking on ads has not been good enough over the years.